Megatrends in Italy

June 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in Italy.

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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Italy report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Italy report answers:

  • How is the consumer mindset in Italy changing? In Italy, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Italy purchase decisions?
  • Where and how do consumers shop in Italy?
  • What health-related activities do consumers in Italy participate in?
  • What megatrends should I focus on in Italy (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Satispay establishing a strong foothold in smart cashless payments
Italians are broadly more cautious towards digital versus global
Gaming is the top activity across all generations
Managing data sharing is the most important aspect of privacy
Younger generations are cautious around more nuanced data sharing
Friends and family recommendations not as influential in Italy?
Only 26% of Italians say they will move back to in-person activities
Experience more
Via Archimede taking gastronomy into the home
Real world experiences are more important to Italians than average
Real world activities are valued most across every generation
Socialising with friends, in person or online, is the top leisure activity
Shopping not a key feature when choosing a vacation?
Younger groups will tend to shift to more towards online
Middle class reset
Carrefour launches Bio premium organic section instore
Bargain hunting is the most significant preference for Italians
Bargain hunting is the driving force across generations
Selling second-hand items is the most frequent repurposing option
Italians are less keen on going to discount stores or cutting back
Premiumisation in action: Le Naturelle
Simplification and curations are major drivers for consumers
Being distinctive grows less important with age in Italy
Higher levels of research and brand engagement for Italian consumers
Value for money is the most sought-after feature across categories
Shifting market frontiers
Cortilia building on demand for provenance and localism
Growing international brand presence on the Italian market
Gen z has the strongest connection with other cultures
Localism most strongly evidenced amongst Baby Boomers
Shopping reinvented
Shopping reinvented
Engaging with a company’s social media is the standout engagement
Other online engagements are broadly even across generations
Sustainable living
Ferrero responding to consumer sustainability concerns
Climate change is the top ethical issue for Italians
Reducing food waste is a priority in Italy??
Consumer values influence buying behaviour in Italy
Biodegradable and recyclable packaging is seen as the most sustainable
Mind the Gum addressing health concerns
Nutrition is the most important wellness solution
Wellness solutions are evenly spread across generations
Italians focus on herbal remedies for reducing stress levels?
Tech is less valued to support health activities compared with global
Taking health and safety precautions on leaving home is the top action
Leverage the power of Megatrends to shape your strategy today

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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